> there's something [...] about being protective of your "culture and values" in this way and to this extent

Yes, AND it may also be because it's kind of innovation in the open, before it's really ready or that all the critical angles are fixed, and they might not want spoil specifics they would like to make flourish and present to the whole world, and see them ... let's say half-assed, or misunderstood enough that it does not "jell".

In the end, it will be embraced in some way. But it's understandable that they have a specific idea in mind.

See it as a trailer for a movie where post-prod is not yet fully done, perhaps.